How much to charge for a sponsored TikTok: commission or a fixed fee?

Cet article est rédigé en anglais.

Short answer: price from what your video does, not from followers alone. Take your median views, a rate per thousand views and a surcharge for whatever the brand wants on top, such as usage rights, a deadline or revisions. Compare a commission-only offer with that number by working out what your video usually sells. If it is less, ask for a fixed fee, possibly with commission on top.

There is no official rate card for European creators; the tables online are estimates by agencies and platforms. So here is a way to set your own price instead of a table that may not fit your account.

Step 1: start from your views

A brand pays for attention. Take the median of your last ten videos, not your best one. A common rule of thumb is a rate per thousand views (CPM), roughly EUR 5 to 30 depending on niche and engagement. At 8,000 views and EUR 15 per thousand, your base is EUR 120. A small but loyal audience, local or specialist, justifies a higher rate: the brand reaches people it can’t find elsewhere.

Step 2: add what the brand asks for

The base pays for the video. On top comes everything that adds work or value:

• Usage rights: may the brand put your video on its own channels or in ads? Running it as an ad from your account (Spark Ads on TikTok, partnership ads on Instagram) needs an authorization code from you. Charge for it and agree a duration.
• Exclusivity: are you barred from working for a competitor for a while?
• Revisions and a hard deadline.
• Extra formats: a story, a second video, a version without text.

Step 3: compare it with a commission offer

For a commission-only offer, estimate what your video normally earns: median views times the share of viewers who buy times the price times the commission. At 8,000 views, 0.03 percent buyers, a EUR 30 product and 15 percent commission, that is about EUR 10.80, far below the EUR 120 from step 1. Then remember that returns cancel commission, sometimes weeks later, and that commission is paid only after the return period. A fixed fee does not shrink when a buyer changes their mind.

When is commission the better bet?

When the product is cheap and easy to buy on impulse, the buy button sits right under your video and your audience already buys what you recommend. It also suits products you would post about anyway. A hybrid often works best: a fixed fee that makes the video worth making, plus commission or a bonus as the upside.

What if a brand only offers free product?

A gift with no strings is fine if you actually want the product. If the brand asks for a post, that is work and it deserves a fee. On InFluFlu that is the rule: a brand that asks for a post pays for it, with an agreed window after delivery.

FAQ

How much should I charge with 5K, 20K or 50K followers?

Followers alone say little; your views and your audience set your value. Use median views times a rate per thousand as the base, then add usage rights and extras. A 5K account with a loyal local audience can be worth more than a 50K account nobody watches.

Is a commission-only deal ever worth it?

Yes, for cheap impulse products with a buy button under the video and an audience that buys. Run the numbers with your own data first.

What is a fair hybrid?

A fixed fee that covers your time and costs, plus commission or a bonus if the video sells well.

How much extra for usage rights?

It depends on duration, channels and whether the brand runs ads with it. Always agree it upfront; ad use from your account needs an authorization code, which is a separate agreement.

How do I make sure I get paid?

Agree that the money is set aside before you start. On InFluFlu the brand pays the deal upfront and you are paid on approval, or automatically after five working days if the brand doesn’t respond. More in How to make sure you get paid for a brand deal.

The checklist

• What does the brand pay if the video sells nothing?
• Do returns cancel your earnings, and when is commission paid?
• Is the brand getting usage rights or ad use, and is that priced in?
• Is the money set aside before you start, or promised for later?

Selling through TikTok Shop too? Read TikTok Shop affiliate in the Netherlands.